Consumer Behavior Presentation

Consumer Behavior PresentationArticle 1: Conceptual Models of How Advertising Works to Persuade IndividualsAdvertising FrameworkThe Hierarchy of Effects: Learn, Feel, DoThe Hierarchy of Effects: Learn, Feel, DoDefining Advertising goals for Measured Advertising Results (DAGMAR)Learn Feel Do- Persuasion processCognitive Dissonance Model Do Feel LearnFeeling of Anxiety after buying unfamiliar productsConsumers defend their decision post purchaseExplains the after purchase behaviorLow Involvement Processing Model: Feel Do LearnMultilevel Hierarchy of Effects Model: An Integrative viewThe Elaboration Likelihood ModelTwo different routes for marketing communicationsRational persuasive arguments: Central RouteAffective associations or inferences about the productThank youHave a Nice Evening!